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58    <div id="root"><link rel="preload" as="image" href="/manus-storage/axia-logo-512_86486087.webp"/><!--$--><div class="min-h-screen"><nav class="fixed top-0 left-0 right-0 z-50 transition-all duration-300" style="background-color:transparent;backdrop-filter:none;border-bottom:none;box-shadow:none"><div class="container"><div class="flex items-center justify-between h-16 lg:h-20"><div class="flex items-stretch self-stretch"><a href="/"><img src="/manus-storage/axia-logo-512_86486087.webp" alt="Axia Value Solutions" class="h-full w-auto object-contain py-1 cursor-pointer"/></a></div><div class="hidden lg:flex items-center gap-6"><div class="relative"><button class="flex items-center gap-1 text-sm font-medium text-white/75 hover:text-white transition-colors duration-150" style="font-family:Inter, sans-serif" aria-expanded="false" aria-haspopup="true">About<svg class="w-3.5 h-3.5 transition-transform duration-200 " fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M19 9l-7 7-7-7"></path></svg></button><div class="absolute top-full left-1/2 -translate-x-1/2 pt-3" style="opacity:0;pointer-events:none;transform:translateX(-50%) translateY(-4px);transition:opacity 0.2s ease, transform 0.2s ease"><div class="rounded-lg py-2 px-1 shadow-xl border min-w-[220px]" style="background-color:rgba(4, 2, 94, 0.98);border-color:rgba(245,150,28,0.2);backdrop-filter:blur(16px)"><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">About Axia</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Mike Wilkinson &amp; Axia Value</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Meet Mike</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">The Value Sales Expert</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Books</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Value selling publications</div></button></div></div></div><div class="relative"><button class="flex items-center gap-1 text-sm font-medium text-white/75 hover:text-white transition-colors duration-150" style="font-family:Inter, sans-serif" aria-expanded="false" aria-haspopup="true">Our Approach<svg class="w-3.5 h-3.5 transition-transform duration-200 " fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M19 9l-7 7-7-7"></path></svg></button><div class="absolute top-full left-1/2 -translate-x-1/2 pt-3" style="opacity:0;pointer-events:none;transform:translateX(-50%) translateY(-4px);transition:opacity 0.2s ease, transform 0.2s ease"><div class="rounded-lg py-2 px-1 shadow-xl border min-w-[220px]" style="background-color:rgba(4, 2, 94, 0.98);border-color:rgba(245,150,28,0.2);backdrop-filter:blur(16px)"><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">The Problem</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Why value beats price</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Value Challenge</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">7 connected challenges</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">The Process</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">5-step value sales process</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Outcomes</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Commercial results</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">FAQs — Value Selling</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Common questions answered</div></button></div></div></div><div class="relative"><button class="flex items-center gap-1 text-sm font-medium text-white/75 hover:text-white transition-colors duration-150" style="font-family:Inter, sans-serif" aria-expanded="false" aria-haspopup="true">Our Programmes<svg class="w-3.5 h-3.5 transition-transform duration-200 " fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M19 9l-7 7-7-7"></path></svg></button><div class="absolute top-full left-1/2 -translate-x-1/2 pt-3" style="opacity:0;pointer-events:none;transform:translateX(-50%) translateY(-4px);transition:opacity 0.2s ease, transform 0.2s ease"><div class="rounded-lg py-2 px-1 shadow-xl border min-w-[220px]" style="background-color:rgba(4, 2, 94, 0.98);border-color:rgba(245,150,28,0.2);backdrop-filter:blur(16px)"><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">The Seven Challenges</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Self-paced introduction to value selling</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Mastering the Value Challenge</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">18-module online programme</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Team Edition</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Blended learning for sales teams</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">The 12% Club</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Ongoing value selling development</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">FAQs — Programmes</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Common questions answered</div></button></div></div></div><div class="relative"><button class="flex items-center gap-1 text-sm font-medium text-white/75 hover:text-white transition-colors duration-150" style="font-family:Inter, sans-serif" aria-expanded="false" aria-haspopup="true">Newsletter<svg class="w-3.5 h-3.5 transition-transform duration-200 " fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M19 9l-7 7-7-7"></path></svg></button><div class="absolute top-full left-1/2 -translate-x-1/2 pt-3" style="opacity:0;pointer-events:none;transform:translateX(-50%) translateY(-4px);transition:opacity 0.2s ease, transform 0.2s ease"><div class="rounded-lg py-2 px-1 shadow-xl border min-w-[220px]" style="background-color:rgba(4, 2, 94, 0.98);border-color:rgba(245,150,28,0.2);backdrop-filter:blur(16px)"><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">All Articles</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Value thinking &amp; insights</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Sherlock Holmes Series</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">Holmes solves the value mystery</div></button><button class="block w-full text-left px-4 py-2.5 rounded-md hover:bg-white/10 transition-colors duration-150 group"><div class="text-sm font-medium text-white/90 group-hover:text-white" style="font-family:Inter, sans-serif">Free Checklist</div><div class="text-xs mt-0.5" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif">The Ultimate Value Selling Checklist</div></button></div></div></div><a style="font-family:Inter, sans-serif" href="/contact" class="text-sm font-medium text-white/75 hover:text-white transition-colors duration-150">Contact</a></div><div class="flex items-center gap-3"><a href="https://calendly.com/avs2/value-questions-session" target="_blank" rel="noopener noreferrer" class="hidden sm:inline-flex items-center px-5 py-2.5 rounded text-sm font-bold transition-all duration-200 hover:brightness-110 active:scale-95" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif;letter-spacing:-0.01em">Book a Value Conversation</a><button class="lg:hidden flex flex-col justify-center items-center w-10 h-10 rounded-md transition-colors" style="background-color:transparent" aria-label="Open menu" aria-expanded="false"><span class="block w-5 h-0.5 bg-white transition-all duration-300 origin-center" style="transform:none"></span><span class="block w-5 h-0.5 bg-white my-1 transition-all duration-300" style="opacity:1;
58transform:scaleX(1)"></span><span class="block w-5 h-0.5 bg-white transition-all duration-300 origin-center" style="transform:none"></span></button></div></div></div></nav><div class="lg:hidden fixed inset-0 z-40 flex flex-col" style="background-color:#04025e;transform:translateX(100%);transition:transform 0.35s cubic-bezier(0.4, 0, 0.2, 1);overflow-y:auto" aria-hidden="true"><div style="height:3px;background:linear-gradient(90deg, #f5961c 0%, rgba(245,150,28,0.2) 100%)"></div><div style="height:64px;flex-shrink:0"></div><div class="flex flex-col px-6 pt-6 pb-4 flex-1"><p class="text-xs font-semibold uppercase tracking-widest mb-6" style="color:rgba(245,150,28,0.7);font-family:Inter, sans-serif;letter-spacing:0.15em">Navigate</p><div class="flex flex-col gap-1"><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:0ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">About Axia</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Mike Wilkinson &amp; Axia Value</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:40ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Meet Mike</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">The Value Sales Expert</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:80ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Books</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Value selling publications</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:120ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">The Problem</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Why value beats price</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);
58animation-delay:160ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Value Challenge</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">7 connected challenges</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:200ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">The Process</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">5-step value sales process</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:240ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Outcomes</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Commercial results</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:280ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">FAQs — Value Selling</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Common questions answered</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:320ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">The Seven Challenges</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Self-paced introduction to value selling</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:360ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Mastering the Value Challenge</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">18-module online programme</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:400ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Team Edition</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Blended learning for sales teams</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:440ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">The 12% Club</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Ongoing value selling development</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:480ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">FAQs — Programmes</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Common questions answered</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:520ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">All Articles</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Value thinking &amp; insights</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:560ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Sherlock Holmes Series</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Holmes solves the value mystery</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:600ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Free Checklist</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">The Ultimate Value Selling Checklist</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button><button class="group flex items-center justify-between w-full text-left rounded-xl transition-all duration-200 active:scale-98" style="padding:16px 20px;background-color:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.06);animation-delay:640ms"><div><div class="text-white font-semibold text-lg leading-tight mb-0.5" style="font-family:Sora, sans-serif">Contact</div><div class="text-sm" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif">Get in touch with Mike</div></div><svg width="20" height="20" viewBox="0 0 20 20" fill="none" class="flex-shrink-0 ml-4 transition-transform duration-200 group-hover:translate-x-1" style="color:#f5961c"><path d="M7 4l6 6-6 6" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></button></div></div><div class="px-6 py-8" style="border-top:1px solid rgba(245,150,28,0.15)"><p class="text-sm mb-4 leading-relaxed" style="color:rgba(255,255,255,0.55);font-family:Inter, sans-serif">Ready to stop competing on price? Book a no-obligation strategy session with Mike.</p><a href="https://calendly.com/avs2/value-questions-session" target="_blank" rel="noopener noreferrer" class="flex items-center justify-center w-full py-4 rounded-xl font-bold text-base transition-all duration-200 active:scale-95" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif;letter-spacing:-0.01em">Book a Value Conversation<svg width="18" height="18" viewBox="0 0 20 20" fill="none" class="ml-2"><path d="M4 10h12M11 5l5 5-5 5" stroke="currentColor" stroke-width="1.75" stroke-linecap="round" stroke-linejoin="round"></path></svg></a><p class="text-center text-xs mt-3" style="color:rgba(255,255,255,0.3);font-family:Inter, sans-serif">No commitment. 30 minutes. Genuinely useful.</p></div></div><section class="relative min-h-[600px] sm:min-h-screen flex items-center overflow-hidden" style="background-color:#04025e"><div class="absolute inset-0 bg-cover bg-center bg-no-repeat" style="background-image:url(https://d2xsxph8kpxj0f.cloudfront.net/310419663030588318/3uhEJu8PpeEb6LRuMvhqCv/hero-bg-YA2ftNmuJCVgs4gVMJM622.webp);opacity:0.55"></div><div class="absolute inset-0" style="background:linear-gradient(105deg, rgba(4,2,94,0.92) 0%, rgba(4,2,94,0.75) 55%, rgba(4,2,94,0.4) 100%)"></div><div class="container relative z-10 pt-20 pb-14 sm:pt-24 sm:pb-20"><div class="grid grid-cols-1 lg:grid-cols-2 gap-12 items-center"><div><div class="flex items-center gap-3 mb-6"><div class="h-px w-10" style="background-color:#f5961c"></div><span class="text-xs font-semibold tracking-widest uppercase" style="color:#f5961c;font-family:Sora, sans-serif">B2B Value Communication</span></div><h1 class="text-5xl sm:text-6xl lg:text-7xl font-black leading-none mb-6 text-white" style="font-family:Sora, sans-serif;letter-spacing:-0.03em">Stop defending<br/>your price.<br/><span style="color:#f5961c">Start proving</span><br/>your value.</h1><p class="text-lg sm:text-xl text-white/80 mb-10 leading-relaxed max-w-2xl" style="font-family:Inter, sans-serif">When your sales team cannot articulate commercial value, they default to discounting. We equip B2B sales organisations to protect their margins, increase win rates, and stop losing to cheaper, inferior competitors.</p><div class="flex flex-col sm:flex-row gap-4"><a href="https://calendly.com/avs2/value-questions-session" target="_blank" rel="noopener noreferrer" class="inline-flex items-center justify-center px-8 py-4 rounded text-base font-bold transition-all duration-200 hover:shadow-xl" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif">Book a Value Conversation<svg class="ml-2 w-4 h-4" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></a><a style="border:2px solid rgba(255,255,255,0.35);color:white;font-family:Sora, sans-serif;text-decoration:none;background-color:transparent" href="/our-approach" class="inline-flex items-center justify-center px-8 py-4 rounded text-base font-semibold transition-all duration-200 hover:bg-white/10">See the 5-Step Value Process</a></div><div class="mt-14 flex flex-wrap items-center gap-6"><div class="flex items-center gap-2"><div class="w-1.5 h-1.5 rounded-full" style="background-color:#f5961c"></div><span class="text-white/60 text-lg" style="font-family:Inter, sans-serif">25+ years in B2B commercial strategy</span></div><div class="flex items-center gap-2"><div class="w-1.5 h-1.5 rounded-full" style="background-color:#f5961c"></div><span class="text-white/60 text-lg" style="font-family:Inter, sans-serif">Clients across 15+ industries</span></div><div class="flex items-center gap-2"><div class="w-1.5 h-1.5 rounded-full" style="background-color:#f5961c"></div><span class="text-white/60 text-lg" style="font-family:Inter, sans-serif">Clients report 5–12% margin improvement</span></div></div></div><div class="hidden lg:flex items-end justify-center relative"><div class="absolute inset-y-0 left-0 w-40 z-10 pointer-events-none" style="background:linear-gradient(to right, #04025e 0%, transparent 100%)"></div><div class="absolute top-0 left-0 right-0 h-48 z-10 pointer-events-none" style="background:linear-gradient(to bottom, #04025e 0%, transparent 100%)"></div><div class="absolute inset-y-0 right-0 w-20 z-10 pointer-events-none" style="background:linear-gradient(to left, #04025e 0%, transparent 100%)"></div><a aria-label="Learn more about Mike Wilkinson" style="text-decoration:none" href="/about#meet-mike" class="relative z-0 flex flex-col items-center group cursor-pointer"><picture><source media="(min-width: 1024px)" srcSet="/manus-storage/mike-wilkinson-hero-1200_2d143960.webp" type="image/webp"/><img src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==" alt="Mike Wilkinson — Value Sales Expert" width="1200" height="975" decoding="async" class="max-h-[72vh] w-auto object-contain object-bottom transition-transform duration-300 group-hover:scale-[1.02]" style="filter:drop-shadow(0 20px 60px rgba(0,0,0,0.5))"/></picture><div class="mt-3 text-center"><p class="text-white font-bold text-lg transition-colors duration-200 group-hover:text-amber-400" style="font-family:Sora, sans-serif;letter-spacing:-0.01em">Mike Wilkinson</p><p class="text-sm flex items-center gap-1 justify-center" style="color:#f5961c;font-family:Inter, sans-serif">The Value Sales Expert<svg width="12" height="12" viewBox="0 0 12 12" fill="none" class="opacity-70"><path d="M2 6h8M6 2l4 4-4 4" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></svg></p></div></a></div></div></div><div class="absolute bottom-8 left-1/2 -translate-x-1/2 flex flex-col items-cente
58r gap-2 opacity-50"><span class="text-white text-xs tracking-widest uppercase" style="font-family:Inter, sans-serif">Scroll</span><div class="w-px h-8 bg-white/50 animate-pulse"></div></div></section><section style="background-color:#ffffff;border-bottom:1px solid #e8e6e1;overflow:hidden"><div class="container py-6"><p class="text-center text-xs font-semibold uppercase tracking-widest mb-6" style="color:#6b6560;font-family:Inter, sans-serif;letter-spacing:0.15em">Trusted by B2B sales organisations across the UK and internationally</p></div><div style="overflow:hidden;padding-bottom:28px"><div style="display:flex;width:max-content;gap:48px;align-items:center;animation:marquee-scroll 50s linear infinite;animation-play-state:running"><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/lucideon_6f47f6e9-logo_65c0f8f9.webp" alt="Lucideon" loading="lazy" decoding="async" 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style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/curtiss-wright_97d6fadb-logo_5d7370ad.webp" alt="Curtiss-Wright" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/element-materials_b37c190f-logo_c48c0eca.webp" alt="Element Materials Technology" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/ndt-global_cb0cc66f-logo_a683cec2.webp" alt="NDT Global" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/nssl-global_3c6affee-logo_86cfa7ec.webp" alt="NSSL Global" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/certas-energy_68c9c51d-logo_d044e668.webp" alt="Certas Energy" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/heat-and-control_8abbea45-logo_da8eb3ec.webp" alt="Heat and Control" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/parexel_ab6e8aa2-logo_1867b03c.webp" alt="Parexel" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/cardinal-health_d84a0be2-logo_52162c5e.webp" alt="Cardinal Health" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/cerba_593bd323-logo_f44926d7.webp" alt="Cerba" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/smithers_c575e08e-logo_458c2382.webp" alt="Smithers" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/smd_9c9bf20a-logo_f43f5ea2.webp" alt="SMD" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/hayley-dexis_75f0e4c9-logo_61727d48.webp" alt="Hayley / Dexis" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/sygnature-discovery_174bd5c5-logo_5017c66a.webp" alt="Sygnature Discovery" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/veolia_8ab73de6-logo_63d829e8.webp" alt="Veolia" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/euroclad_69d58b9a-logo_56b635d2.webp" alt="Euroclad" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div><div style="height:56px;min-width:100px;flex-shrink:0;display:flex;align-items:center;justify-content:center"><img src="/manus-storage/nssl-global-2_7e0b076b-logo_23909e8d.webp" alt="NSSL Global (landscape)" loading="lazy" decoding="async" style="max-height:56px;max-width:160px;width:auto;object-fit:contain"/></div></div></div></section><section style="background-color:#04025e"><div class="container"><div class="grid grid-cols-1 md:grid-cols-3" style="border-top:1px solid rgba(245,150,28,0.3);border-bottom:1px solid rgba(245,150,28,0.3)"><div class="py-10 px-8 text-center" style="border-right:1px solid rgba(245,150,28,0.2);border-bottom:1px solid rgba(245,150,28,0.15)"><div class="text-5xl lg:text-6xl font-black mb-3" style="color:#f5961c;font-family:Sora, sans-serif">68%</div><p class="text-white/70 text-sm leading-relaxed" style="font-family:Inter, sans-serif">of B2B sales teams discount regularly — not because they have to, but because they don&#x27;t know how to justify their price.</p></div><div class="py-10 px-8 text-center" style="border-right:1px solid rgba(245,150,28,0.2);border-bottom:1px solid rgba(245,150,28,0.15)"><div class="text-5xl lg:text-6xl font-black mb-3" style="color:#f5961c;font-family:Sora, sans-serif">40–60%</div><p class="text-white/70 text-sm leading-relaxed" style="font-family:Inter, sans-serif">of B2B deals end in no decision. Most of those were lost before the first proposal was sent.</p></div><div class="py-10 px-8 text-center" style="border-right:none;border-bottom:none"><div class="text-5xl lg:text-6xl font-black mb-3" style="color:#f5961c;font-family:Sora, sans-serif">5%</div><p class="text-white/70 text-sm leading-relaxed" style="font-family:Inter, sans-serif">
58margin improvement is achievable when sales teams learn to lead with commercial value instead of product features.</p></div></div></div></section><section class="py-24 lg:py-32" style="background-color:#ffffff"><div class="container"><div class="fade-up"><div class="max-w-2xl mb-16"><div class="h-px w-12 mb-6" style="background-color:#f5961c"></div><h2 class="text-4xl lg:text-5xl font-black mb-4 leading-tight" style="font-family:Sora, sans-serif;color:#04025e;letter-spacing:-0.02em">Everything you need to<br/><span style="color:#f5961c">win on value.</span></h2><p class="text-lg text-gray-600 leading-relaxed" style="font-family:Inter, sans-serif">Whether you are just discovering the Value Challenge or ready to transform your entire sales team, explore what Axia Value has to offer.</p></div><div class="grid grid-cols-1 md:grid-cols-2 lg:grid-cols-3 gap-6"><div class="md:col-span-2 lg:col-span-3 rounded-xl p-6 flex flex-col sm:flex-row items-start sm:items-center gap-5 mb-2" style="background-color:#fff9f0;border:2px solid rgba(245,150,28,0.35)"><div class="flex-shrink-0 w-10 h-10 rounded-full flex items-center justify-center" style="background-color:#f5961c"><svg width="18" height="18" fill="none" viewBox="0 0 24 24" stroke="#04025e" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M9 20l-5.447-2.724A1 1 0 013 16.382V5.618a1 1 0 011.447-.894L9 7m0 13l6-3m-6 3V7m6 10l4.553 2.276A1 1 0 0021 18.382V7.618a1 1 0 00-.553-.894L15 4m0 13V4m0 0L9 7"></path></svg></div><div class="flex-1"><p class="text-sm font-black mb-0.5" style="font-family:Sora, sans-serif;color:#04025e">Not sure where to start?</p><p class="text-sm" style="font-family:Inter, sans-serif;color:#6b7280">Most first-time visitors begin with <strong style="color:#04025e">The Seven Challenges of Value</strong> — an affordable self-paced introduction to the core issues that prevent B2B sales teams from winning on value.</p></div><a style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif" href="/programmes#seven-challenges" class="flex-shrink-0 inline-flex items-center gap-2 px-5 py-2.5 rounded font-bold text-sm transition-all duration-200 hover:brightness-110 active:scale-95 whitespace-nowrap">Start here →</a></div><a style="background-color:#f7f6f3;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/the-problem" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#f5961c;font-family:Sora, sans-serif">The Problem</span><h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#04025e">Why your team is losing on price</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:#6b7280">Understand the seven connected challenges that prevent B2B sales teams from communicating and capturing their true commercial value.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#f5961c;font-family:Sora, sans-serif">Explore the Value Challenge<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a><a style="background-color:#04025e;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/our-approach" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#04025e;font-family:Sora, sans-serif">Our Approach</span><h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#ffffff">The 5-Step Value Sales Process</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:rgba(255,255,255,0.7)">A structured methodology that transforms how your team identifies opportunities, discovers value, and defends margin at every stage of the sale.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#04025e;font-family:Sora, sans-serif">See the Process<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a><a style="background-color:#f7f6f3;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/programmes" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#f5961c;font-family:Sora, sans-serif">Our Programmes</span>
58<h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#04025e">Three programmes. One clear journey.</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:#6b7280">From self-paced online learning to full team transformation — there is a programme built for where your organisation is right now.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#f5961c;font-family:Sora, sans-serif">Explore Programmes<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a><a style="background-color:#ffffff;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/about" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#04025e;font-family:Sora, sans-serif">About Axia Value</span><h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#04025e">25+ years helping B2B teams win on value</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:#6b7280">Meet Mike Wilkinson — the Value Sales Expert — and learn why commercial leaders across the UK and internationally trust Axia Value.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#04025e;font-family:Sora, sans-serif">Meet Mike<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a><a style="background-color:#f7f6f3;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/newsletter" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#f5961c;font-family:Sora, sans-serif">Value News</span><h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#04025e">Thinking that challenges the way you sell</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:#6b7280">Practical insights on value selling, pricing strategy, and commercial thinking — written by Mike Wilkinson and published regularly.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#f5961c;font-family:Sora, sans-serif">Read the Newsletter<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a><a style="background-color:#04025e;border:1px solid rgba(4,2,94,0.1);text-decoration:none" href="/contact" class="group flex flex-col rounded-xl overflow-hidden transition-all duration-300 hover:-translate-y-2 hover:shadow-2xl"><div class="flex flex-col flex-1 p-7"><span class="text-xs font-bold tracking-widest uppercase mb-4 block" style="color:#04025e;font-family:Sora, sans-serif">Get in Touch</span><h3 class="text-xl font-black mb-3 leading-snug" style="font-family:Sora, sans-serif;color:#ffffff">Not ready to book? Just get in touch.</h3><p class="text-sm leading-relaxed flex-1 mb-6" style="font-family:Inter, sans-serif;color:rgba(255,255,255,0.7)">Ask a question, share a challenge, or find out whether Axia Value is the right fit. Mike reads every message personally.</p><div class="inline-flex items-center gap-2 text-sm font-bold transition-all duration-200" style="color:#04025e;font-family:Sora, sans-serif">Send a Message<svg class="w-4 h-4 transition-transform duration-200 group-hover:translate-x-1" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></div></div></a></div></div></div></section><section class="py-24 lg:py-32" style="background-color:#f7f6f3"><div class="container"><div class="fade-up"><div class="max-w-2xl mb-14"><div class="h-px w-12 mb-6" style="background-color:#f5961c"></div><h2 class="text-4xl lg:text-5xl font-black mb-4 leading-tight" style="font-family:Sora, sans-serif;color:#04025e;letter-spacing:-0.02em">What commercial leaders<br/><span style="color:#f5961c">say about working with Mike.</span></h2><p class="text-lg text-gray-600 leading-relaxed" style="font-family:Inter, sans-serif">From manufacturing to professional services — sales teams across the UK and internationally have transformed the way they sell.</p></div><div class="grid sm:grid-cols-2 gap-6"><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#f5961c"><div class="text-4xl font-black mb-3 leading-none" style="color:#f5961c;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">We have moved from a price focus to a value focus. Now, not only are we delivering great customer value — we are getting paid for it.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">Gary Nel, Managing Director</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->GN Surveys</span></div></div><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#04025e"><div class="text-4xl font-black mb-3 leading-none" style="color:#04025e;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">
58The 5 online sessions completely changed our approach to sales. It totally disrupted the way we used to sell. The commercial impact has been significant.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">Gavin Power, Sales Director</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->Fläkt Group Ireland Ltd</span></div></div><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#f5961c"><div class="text-4xl font-black mb-3 leading-none" style="color:#f5961c;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">Mike&#x27;s Mastering the Value Challenge programme offers an excellent way to access unparalleled knowledge on value development and value retention in a simple, structured format.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">Noor Ali, Group Business Development Director</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->Lucideon</span></div></div><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#04025e"><div class="text-4xl font-black mb-3 leading-none" style="color:#04025e;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">Mike is probably one of only two people in 30 years in sales I can remember who has actually moved the needle on our business.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">Martin Green, Sales Director</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->Element Materials Technology</span></div></div><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#f5961c"><div class="text-4xl font-black mb-3 leading-none" style="color:#f5961c;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">The value selling workshops, follow-up trainings and coaching were incredibly valuable for our entire organisation — not only our salespeople but people in many other departments who interact with customers.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">Shai Yaniv, Chief Product &amp; Business Development Officer</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->Ceragon</span></div></div><div class="p-7 rounded-xl border-l-4 shadow-sm hover:shadow-md transition-shadow duration-300" style="background-color:#ffffff;border-left-color:#04025e"><div class="text-4xl font-black mb-3 leading-none" style="color:#04025e;font-family:Sora, sans-serif;opacity:0.25">“</div><p class="text-gray-700 leading-relaxed mb-5 italic" style="font-family:Inter, sans-serif;font-size:1rem">We have noticed an instant change in approach from all of those who attended the course and his ongoing support through the 12% Club will ensure that the benefits he has brought to us will be embedded and long lasting. I would definitely recommend Mike and his services.</p><div class="flex items-center gap-2"><div class="w-6 h-0.5" style="background-color:#f5961c"></div><span class="text-xs font-semibold" style="color:#04025e;font-family:Sora, sans-serif">David Ballach, Sales Director</span><span class="text-xs text-gray-400" style="font-family:Inter, sans-serif">— <!-- -->Euroclad Group</span></div></div></div></div></div></section><section class="py-16 lg:py-20" style="background-color:#04025e"><div class="container"><div class="fade-up"><div class="max-w-4xl mx-auto flex flex-col lg:flex-row items-center gap-8 lg:gap-12"><div class="flex-shrink-0 w-20 h-20 rounded-2xl flex items-center justify-center" style="background-color:rgba(245,150,28,0.15);border:1px solid rgba(245,150,28,0.3)"><svg class="w-10 h-10" fill="none" viewBox="0 0 24 24" stroke="#f5961c" stroke-width="1.75"><path stroke-linecap="round" stroke-linejoin="round" d="M9 12h6m-6 4h6m2 5H7a2 2 0 01-2-2V5a2 2 0 012-2h5.586a1 1 0 01.707.293l5.414 5.414a1 1 0 01.293.707V19a2 2 0 01-2 2z"></path></svg></div><div class="flex-1 text-center lg:text-left"><p class="text-xs font-semibold uppercase tracking-widest mb-2" style="color:#f5961c;font-family:Inter, sans-serif;letter-spacing:0.15em">Free Download</p><h2 class="text-2xl lg:text-3xl font-black mb-3" style="font-family:Sora, sans-serif;color:#ffffff">The Ultimate Value Selling Checklist</h2><p class="text-sm leading-relaxed" style="color:rgba(255,255,255,0.65);font-family:Inter, sans-serif">48 scored statements across 5 sections. Identify exactly where your value selling needs to improve — and what to do about it.</p></div><div class="flex-shrink-0"><a href="/free-checklist" class="inline-flex items-center gap-2 px-7 py-4 rounded-lg font-black text-sm uppercase tracking-wide transition-all duration-200 hover:brightness-110 active:scale-95 whitespace-nowrap" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif;letter-spacing:-0.01em">Get Free Checklist<svg class="w-4 h-4" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M4 16v1a3 3 0 003 3h10a3 3 0 003-3v-1m-4-4l-4 4m0 0l-4-4m4 4V4"></path></svg></a></div></div></div></div></section><section class="py-24 lg:py-32 relative overflow-hidden" style="background-color:#04025e"><img src="https://d2xsxph8kpxj0f.cloudfront.net/310419663030588318/3uhEJu8PpeEb6LRuMvhqCv/credibility-bg-jrvP5Q2X4yEuYUZYAdV7dW.webp" alt="" aria-hidden="true" loading="lazy" decoding="async" class="absolute inset-0 w-full h-full object-cover opacity-20"/><div class="absolute inset-0" style="background:linear-gradient(135deg, rgba(4,2,94,0.95) 0%, rgba(4,2,94,0.8) 100%)"></div><div class="container relative z-10"><div class="fade-up text-center max-w-3xl mx-auto"><div class="flex justify-center mb-6"><div class="h-px w-16" style="background-color:#f5961c"></div></div><h2 class="text-4xl lg:text-6xl font-black mb-6 text-white leading-tight" style="font-family:Sora, sans-serif;letter-spacing:-0.02em">Ready to stop<br/><span style="color:#f5961c">competing on price?</span></h2><p class="text-xl text-white/75 mb-10 leading-relaxed" style="font-family:Inter, sans-serif">If your team is losing deals to inferior competitors or giving away margin to get contracts signed, it is time to change the conversation. Let&#x27;s discuss how to build a sales organisation that commands its true value.</p><div class="flex flex-col sm:flex-row gap-4 justify-center"><a href="https://calendly.com/avs2/value-questions-session" target="_blank" rel="noopener noreferrer" class="inline-flex items-center justify-center gap-2 px-10 py-5 rounded text-base font-black transition-all duration-200 hover:shadow-2xl hover:-translate-y-0.5" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif">Book a Value Conversation<svg class="w-5 h-5" fill="none" viewBox="0 0 24 24" stroke="currentColor" stroke-width="2.5"><path stroke-linecap="round" stroke-linejoin="round" d="M17 8l4 4m0 0l-4 4m4-4H3"></path></svg></a><a href="https://www.dropbox.com/scl/fi/u7s1vro9npuwa0ohbtyzj/The-7-Challenges-of-Value-Self-Diagnostic-Checklist.pdf?rlkey=l7aojmk1q2p1047zwglvngzzx&amp;st=bwroxhr6&amp;dl=0" target="_blank" rel="noopener noreferrer" class="inline-flex items-center justify-center gap-2 px-10 py-5 rounded text-base font-semibold transition-all duration-200" style="border:2px solid rgba(255,255,255,0.3);color:white;font-family:Sora, sans-serif">Download the 7 Challenges of Value - Self Diagnostic</a></div><p class="mt-8 text-white text-lg" style="font-family:Inter, sans-serif;font-size:18px;color:#ffffff">No sales pitch. No obligation. A direct conversation about your commercial challenges.</p></div></div></section><footer style="background-color:#020118;border-top:1px solid rgba(245,150,28,0.15)"><div class="container py-12"><div class="mb-12 rounded-2xl p-8 flex flex-col lg:flex-row lg:items-center gap-8" style="background:linear-gradient(135deg, rgba(245,150,28,0.08) 0%, rgba(4,2,94,0.3) 100%);border:1px solid rgba(245,150,28,0.2)"><div class="flex-1 min-w-0"><h3 class="text-xl font-black text-white mb-2" style="font-family:Sora, sans-serif">Get Mike&#x27;s weekly value-selling insight</h3><p class="text-sm leading-relaxed" style="color:rgba(255,255,255,0.55);font-family:Inter, sans-serif">Practical thinking on value, pricing and commercial strategy — delivered directly to your inbox.</p></div><div class="lg:w-[480px] flex-shrink-0"><form class="w-full"><div class="flex flex-col sm:flex-row gap-2"><input type="text" data-slot="input" class="file:text-foreground placeholder:text-muted-foreground selection:bg-primary selection:text-primary-foreground dark:bg-input/30 border-input h-9 w-full rounded-md border bg-transparent px-3 py-1 text-base shadow-xs transition-[color,box-shadow] outline-none file:inline-flex file:h-7 file:border-0 file:bg-transparent file:text-sm file:font-medium disabled:pointer-events-none disabled:cursor-not-allowed disabled:opacity-50 md:text-sm focus-visible:border-ring focus-visible:ring-ring/50 focus-visible:ring-[3px] aria-invalid:ring-destructive/20 dark:aria-invalid:ring-destructive/40 aria-invalid:border-destructive flex-1 min-w-0" placeholder="First name" style="font-family:Inter, sans-serif" value=""/><input type="email" data-slot="input" class="file:text-foreground placeholder:text-muted-foreground selection:bg-primary selection:text-primary-foreground dark:bg-input/30 border-input h-9 w-full rounded-md border bg-transparent px-3 py-1 text-base shadow-xs transition-[color,box-shadow] outline-none file:inline-flex file:h-7 file:border-0 file:bg-transparent file:text-sm file:font-medium disabled:pointer-events-none disabled:cursor-not-allowed disabled:opacity-50 md:text-sm focus-visible:border-ring focus-visible:ring-ring/50 focus-visible:ring-[3px] aria-invalid:ring-destructive/20 dark:aria-invalid:ring-destructive/40 aria-invalid:border-destructive flex-1 min-w-0" placeholder="Email address" style="font-family:Inter, sans-serif" value=""/><button data-slot="button" class="inline-flex items-center justify-center gap-2 whitespace-nowrap rounded-md text-sm transition-all disabled:pointer-events-none disabled:opacity-50 [&amp;_svg]:pointer-events-none [&amp;_svg:not([class*=&#x27;
58size-&#x27;])]:size-4 [&amp;_svg]:shrink-0 outline-none focus-visible:border-ring focus-visible:ring-ring/50 focus-visible:ring-[3px] aria-invalid:ring-destructive/20 dark:aria-invalid:ring-destructive/40 aria-invalid:border-destructive bg-primary text-primary-foreground hover:bg-primary/90 h-9 px-4 py-2 has-[&gt;svg]:px-3 shrink-0 font-bold" type="submit" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif">Subscribe</button></div></form><p class="mt-3 text-xs" style="color:rgba(255,255,255,0.4);font-family:Inter, sans-serif">Or<!-- --> <a href="/free-checklist" class="underline transition-colors hover:text-amber-400" style="color:rgba(245,150,28,0.7)">download the free Value Selling Checklist</a> <!-- -->first.</p></div></div><div class="grid grid-cols-1 md:grid-cols-3 gap-10"><div><div class="mb-4"><a href="/"><img src="/manus-storage/axia-logo-512_86486087.webp" alt="Axia Value Solutions" class="h-10 w-auto object-contain cursor-pointer"/></a></div><p class="text-white/50 text-sm leading-relaxed mb-5" style="font-family:Inter, sans-serif">B2B value communication specialists. We help sales organisations stop competing on price and start commanding their true commercial value.</p><a href="https://uk.linkedin.com/in/mikewilkinson-thevalueexpert" target="_blank" rel="noopener noreferrer" class="inline-flex items-center gap-2 text-sm transition-all duration-200 group" style="color:rgba(255,255,255,0.45);font-family:Inter, sans-serif"><span class="flex items-center justify-center w-8 h-8 rounded transition-colors duration-200" style="background-color:rgba(10,102,194,0.2)"><svg class="w-4 h-4" viewBox="0 0 24 24" fill="#0a66c2"><path d="M20.447 20.452h-3.554v-5.569c0-1.328-.027-3.037-1.852-3.037-1.853 0-2.136 1.445-2.136 2.939v5.667H9.351V9h3.414v1.561h.046c.477-.9 1.637-1.85 3.37-1.85 3.601 0 4.267 2.37 4.267 5.455v6.286zM5.337 7.433a2.062 2.062 0 01-2.063-2.065 2.064 2.064 0 112.063 2.065zm1.782 13.019H3.555V9h3.564v11.452zM22.225 0H1.771C.792 0 0 .774 0 1.729v20.542C0 23.227.792 24 1.771 24h20.451C23.2 24 24 23.227 24 22.271V1.729C24 .774 23.2 0 22.222 0h.003z"></path></svg></span><span class="transition-colors group-hover:text-white" style="color:rgba(255,255,255,0.62)">Mike Wilkinson on LinkedIn</span></a></div><div><h4 class="text-white font-semibold mb-4 text-sm" style="font-family:Sora, sans-serif">Programmes</h4><ul class="space-y-2"><li><a style="font-family:Inter, sans-serif" href="/programmes#seven-challenges" class="text-white/50 hover:text-white text-sm transition-colors">The Seven Challenges of Value</a></li><li><a style="font-family:Inter, sans-serif" href="/programmes#mastering" class="text-white/50 hover:text-white text-sm transition-colors">Mastering the Value Challenge</a></li><li><a style="font-family:Inter, sans-serif" href="/programmes#team-edition" class="text-white/50 hover:text-white text-sm transition-colors">The Value Challenge: Team Edition</a></li><li><a style="font-family:Inter, sans-serif" href="/programmes#twelve-percent" class="text-white/50 hover:text-white text-sm transition-colors">The 12% Club</a></li></ul></div><div><h4 class="text-white font-semibold mb-4 text-sm" style="font-family:Sora, sans-serif">Get in Touch</h4><p class="text-white/50 text-sm mb-4" style="font-family:Inter, sans-serif">Ready to stop the discounting and start defending your margin?</p><a href="https://calendly.com/avs2/value-questions-session" target="_blank" rel="noopener noreferrer" class="inline-flex items-center gap-2 px-5 py-2.5 rounded text-sm font-bold transition-all duration-200" style="background-color:#f5961c;color:#04025e;font-family:Sora, sans-serif">Book a Value Conversation</a></div></div><div class="mt-10 pt-6 flex flex-col sm:flex-row items-center justify-between gap-4" style="border-top:1px solid rgba(255,255,255,0.06)"><p class="text-xs" style="color:rgba(255,255,255,0.62);font-family:Inter, sans-serif">© <!-- -->2026<!-- --> Axia Value Solutions. All rights reserved.</p><a href="https://www.axiavalue.com" class="hover:text-white text-xs transition-colors" style="color:rgba(255,255,255,0.62);font-family:Inter, sans-serif">axiavalue.com</a></div></div></footer></div><!--/$--></div>
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